As protests against overtourism sweep Europe, Visit Italy is hoping to lure travelers away from crowded hotspots with its new campaign, 99% of Italy. The campaign is based on the idea that most tourists only see 1 per cent of what the country has to offer.
Running from June 23 to July 1, the campaign will feature five strategically released videos on Instagram and TikTok, filmed in some of Italy’s most overvisited cities: Florence, Naples, Rome, the Cinque Terre, and Venice.
The announcement comes just as billionaire Amazon founder Jeff Bezos and his fiancée Lauren Sanchez arrive in Venice ahead of their star-studded wedding this weekend. The event has sparked protests due to Venice’s ongoing struggle with mass tourism, with many guests reportedly arriving by private jet.
Visit Italy says the aim of the campaign is to “encourage Italians and travelers from around the world to rediscover the hidden soul of our Beautiful Country, which is also made up of small villages, unspoiled landscapes, and authentic places, far from the usual crowded and worn tourist routes.”
The organization hopes to challenge the myth of checklist-style travel. “We are living in the Checklist Era,” Visit Italy CEO Ruben Santopietro said in a recent TED Talk on the future of travel. Instead, the campaign seeks to promote a more mindful, sustainable way of exploring Italy.
The message is clear: travelers can experience a lesser-known Italy – one that offers unique moments away from the crowds, supports local communities, and brings them closer to the true heart of the country.
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Italy is not the only country speaking out against overtourism. This week, it has also been announced that Greece will introduce a new cruise passenger tax on specific islands, effective 1 July 2025, in a move to manage overtourism.
Greece introduces new cruise passenger tax to combat overtourism
